You’ve definitely heard of SEO or search engine optimization, but what exactly does it mean, and how can it be used to help your online business? The truth is that SEO is a collection of practices and applications that is constantly changing with technology and developments, but anything that can be said to make your website more usable or more search engine ‘friendly’ can fall under the umbrella of SEO. At its most basic, if it’s something that makes it easier for a search engine to crawl and rank your site, it has something to do with search engine optimization.
At first glance, the value of all of this might not be too obvious, but the truth is that optimizing your digital presence for SEO has far-reaching benefits for you, your customers, and your business. The point here is not to oversimplify, but basically, if your site is effectively optimized for search engines, your site will rank more highly and have more authority. As a result, it will be easier for your target customers to find your website and thus your products or services through organic searches. That means more visibility for you as well as more traffic to your site.
Additionally, optimizing your site for SEO will result in a site that is easier for customers to use and navigate. Overall, as a result of processes that increase your SEO, your website will experience quite a few shifts that will make it more valuable to customers on the whole.
Taking this particularly high view makes it easy to see some of the reasons that you should consider investing in an SEO campaign so that you can be more effective at selling online. However, even if the main sphere of your business is in brick and mortar, there are plenty of benefits for optimizing your digital presence. One of these practices is SEO lead generation. Using SEO as a tool for lead generation can have even further-reaching benefits for your organization. Here’s how:
Lead Gen SEO Drives Traffic To Your Web Pages Overall
Whether your business strictly engages in eCommerce, is partly eCommerce and partly brick and mortar, or is strictly brick and mortar and only maintains a website to engage and lead potential customers, you can benefit from SEO for your website. Even if you are strictly a brick and mortar operation, in today’s day and age everyone needs to maintain a digital presence of some sort. If you don’t, you’ll be leaving money on the table and letting competitors steal part of your share of the market.
The point is, everyone has (or needs) a website associated with their business, and whether customers can actually buy through your site or not is irrelevant. SEO will make your site more visible and thus will drive more traffic to it. What you do with that traffic then, is where the value lies. Generating traffic to your business is the first step in converting the traffic into customers. Think of it this way – people might see an ad for your store on the road and then visit your shop. They’re not customers yet, but it’s a start in the right direction.
Higher Organic Traffic Can Help You Get Around PPC
Pay per click advertising campaigns are an integral part of many efforts to drive traffic to your site. They can be very quick, very practical, and, in some ways, even cost-effective in getting new and interested visitors to your site.
But there’s a bit of a catch. Customers simply don’t trust ads as much as they trust organic search results. As a result, even though you can drive traffic with a PPC campaign, the leads you generate from SEO efforts will probably be more likely to become customers. At the very least, it’s important to consider the fact that traffic will decrease with the end of a PPC campaign, but the fruits of your SEO labors will be much longer-lasting.
Therefore it’s worth your time to use SEO for lead generation. Any traffic that ends up on your website or walking through the doors of your retail location as a result of your SEO efforts is likely to continue in the long run. In addition, you’ll be generating more qualified leads as a result of SEO lead generation processes because those customers will have found you effectively on their own.
In other words, SEO lead generation will help link you with the people who really are looking for you and just don’t know you exist yet.
SEO For Lead Generation Gets You Better, Not Just More, Leads
Speaking of the fact that customers trust organic search results significantly more than ads, the leads you will generate as a result of an SEO campaign will be overall much better, more targeted leads. Using SEO practices to your advantage, especially with the help of an experienced and proven partner, will help direct the people to your business that were in search of it all along.
See, that’s part of the great thing about SEO in general and for lead generation in specific. The internet (and the world) are pretty big broad places with a lot of people shouting just to be heard. Consumers set out to find a solution to their problem with a few ideas in mind about what they’re looking for and they get totally inundated with ads, messages, slogans and much more. It can be confusing for everyone.
Part of an SEO campaign is looking at what the competition offers and what customers are searching for. Since you have a target market in mind to begin with, you just need to understand what they’re searching for and provide them with the results they need. Once you present a targeted member of the market with the information they’re looking for, you have a much better chance of converting that person to a customer than you’d have from some other far corner of the market.
Better, High Quality Leads = Better Chances At Conversion
It might seem like an obvious point to make, but, obvious or not, it’s true and it’s worth saying. While one might make the argument that more traffic overall will result in higher conversions, and it would probably be true, there’s much more value in generating quality leads than just more of them.
Think of it this way. Imagine you are selling to a crowd in person, and there are one thousand people in that crowd. Let’s say that in that crowd of one thousand people, there are a hundred people who will not only be interested in your product but will become customers and will purchase from you.
Would you rather spend all day speaking to all one thousand of them in order to find those hundred that will become customers, or would you prefer to get straight to the people who will show interest?
While it’s impossible to read your mind, it’s probably safe to assume that you would rather get straight to those who will be interested in your product. Not only is it less work for you, but it will save you time to pursue other potentially interested parties if you choose to do so.
It’s not a perfect analogy, but that’s kind of how SEO for lead generation works. SEO, in general, will increase your traffic, but if you use SEO to capture leads, you’ll end up with more interested prospects in front of you. What you do then is up to you, but our guess is you will attempt to convert those prospects into leads.
Lead Capturing Will Get You Great Information For Conversion
This is basically what SEO for lead generation boils down to. As stated previously, not every visitor to your site is going to become a paying customer, just like not every visitor to your store will become one. But once you’ve used SEO to bring in leads, you can use lead capturing efforts to get information from those leads in order to alter your marketing initiatives and convert more customers to prospects.
Let’s take a step back and look at a hypothetical situation. Suppose you have a visitor to your website that is interested in your product, but for a friend as a Christmas gift. If it’s the height of the summer, that prospect might forget you exist by November or December, especially if he or she has other things going on, and everyone does.
If you use lead capturing efforts – say, the option to join a mailing list for news and updates on your site and your products, you may get the opportunity to capture some valuable information on that prospect. He or she may not buy today, but if you send out news and offers every month, you’re building your credibility and your brand awareness, as well as reminding that prospect of your existence come November or December. In other words, you’ve just unlocked a valuable lead generation tactic for converting prospects that otherwise might slip through the cracks.
This is only one very simplified example that lead capturing efforts can result in conversions that might otherwise not materialize. In addition, there are many more ways to capture information from potentially interested leads as well. This is one example, however, of how valuable lead capturing initiatives can be when paired with SEO for lead generation to your business, whether it’s primarily online or in brick and mortar operations.
Lead Generation SEO In Action
Using lead generation SEO can have a serious positive impact on traffic to your business, and it’s not limited – you can use lead generation SEO tactics to get more business for your online store or your brick and mortar store.
Here at 1Digital, we’re pros at leveraging some SEO best practices to help increase your rankings and drive traffic – new leads – to your website. Only consider what we did for XINSURANCE. XINSURANCE came to us with a desire to drive traffic to their site with the aim of increasing their conversion rate over time.
Our campaigns are aggressive and multifaceted, and we leave no stone unturned in our quest to use SEO to the benefit of our clients. In the case of XINSURANCE, we embarked on a mission to improve their website structure and page speed while at the same time prioritizing the building of backlinks to their site. A combination of off-page and on-page content helped to set the foundation for a strong keyword strategy – combining product pages rich with target keywords and off-page content containing links directing traffic back to their website – helped to set the stage for increases in traffic to their site.
After only a few weeks, XINSURANCE started to experience a growth in traffic, and within 6 months their traffic had increased by 100%. Typically, the results garnered from SEO initiatives take many months to develop and come to fruition, but with a little help from professionals, your organization can start to see results in a few months.
Any increases in traffic you experience as a result of your SEO campaigns present you with a prime opportunity to convert visitors to customers. While a visitor to your site won’t necessarily convert, the right lead capturing efforts, as mentioned, can make all the difference in the world between abandonment today and a sale in a few weeks.
In addition, using SEO to drive traffic to a brick and mortar location can have significant results on your sales. It’s even possible that visitors to your store as a result of the awareness your generation through search engine optimization online will become customers because all they needed to convert was to get an in-person feeling for the product you offered that they wouldn’t have gotten online.
This overview of how lead generation SEO can benefit your business – online or in brick and mortar operations – is only an introduction. Much more goes into a carefully and intricately planned SEO campaign than can be summarily deposited into a blog article. That being said, if more, better leads to your business sounds like something you can appreciate, it can’t hurt you to get some help from the professionals who have been pulled it off many times with dazzling success. Give us a call today at 888-982-8269 and talk to us about lead generation SEO – we’d be glad to get you started on the path to better business.
- Michael Esposito
- February 12, 2020